Health snapshot
EveryoneDaily · 5 minRevenue yesterday
$8,412
▲ 12% vs LW
Today so far
$1,086
▲ tracking +9%
Orders yday
91
▲ 8
AOV yday
$92.40
— steady
Conversion
2.3%
▼ 0.2pt · mobile
MER (blended)
5.1×
▲ 0.4
Month to date vs target
$41,280 / $612k pace 104%
Est. gross margin
63%
promo-free week
Refunds yday
3.1%
within range
Top channel
Email · 34%
Klaviyo knit send
Top market
AU · 88%
NZ ▲ 41% WoW
Risk of the day
Knit Jumper · Hej Blomma! — 2Y & 3Y sold out, ads still live
$74/day Meta spend pointing at a broken size run. Catalogue is serving the two missing sizes to 61% of clicks.
Pause variants in Meta →
Opportunity of the day
Knit Blanket · Little Billabong — CVR 4.8%, 46 days of stock, no active ads
Converting at 2× site average off the back of Monday's email. Winter demand is live and stock is deep.
Add to prospecting + homepage hero →Today's action list 3 of 7 done
- Pause 2Y/3Y Knit Jumper in Meta catalogueMKT
- Swap homepage hero → Little Billabong blanketECOM
- Reorder call: Knit Jumper size curve (2Y-heavy)FND
- Fix WELCOME10 expiry — code erroring at checkoutECOM
- Add "runs small — size up" note to Pocket Patch tee PDPECOM
- Brief 3 new knit creatives — CTR fading on hero adMKT
- Add "pyjamas" synonym to site searchECOM
Product & sales
Founder + MarketingDaily · 10 minAlerts · rule engine
Ads on <7-day stockKnit Jumper Hej Blomma! 2Y/3Y — rule #1
Broken size run on hero printEat The Rainbow bodysuit — 6-12M & 2Y out — rule #4
Seasonal window closingSun Hats 22wks cover · summer 12wks away — rule #8 inverse: hold, don't clear yet
Creative fatigue"Knit love" hero ad CTR ▼ 3 weeks straight — rule #15
Back-in-stock list > 50Little Billabong wrap 0-3M · 64 waiting — rule #25
NZ orders ▲ 41% WoWCheck NZ shipping rate + stock coverage — rule #33
| Product · print | Rev yday | Units | Views | CVR | Stock days | Margin | 7-day | Signal |
|---|---|---|---|---|---|---|---|---|
| Knit Blanket Little Billabong | $1,608 | 18 | 412 | 4.8% | 46 | 68% | ▂▃▃▅▆▇█ | Promote today |
| Knit Jumper Hej Blomma! | $1,242 | 14 | 688 | 3.1% | 5 | 64% | ▃▅▆▇▇██ | Pull from ads |
| L/S Bodysuit Eat The Rainbow | $744 | 24 | 903 | 2.6% | 19 | 61% | ▅▅▆▅▆▆▇ | Broken sizes |
| Cot Quilt Space Dreamer | $596 | 4 | 1,204 | 0.9% | 58 | 71% | ▆▆▅▅▄▃▃ | Fix PDP first |
| Kids Tee Pocket Patch | $418 | 11 | 377 | 2.9% | 33 | 59% | ▄▄▅▅▅▆▆ | Steady |
| Baby Wrap Hej Blomma! | $392 | 9 | 541 | 1.7% | 27 | 66% | ▅▄▄▅▄▄▅ | High ATC, low buy |
| Kids Sun Hat Little Billabong | $86 | 3 | 98 | 3.1% | 154 | 63% | ▂▂▁▂▁▁▂ | Hold for spring |
Inventory
Founder + OpsDaily scan · weekly deep-diveDays of cover · print family × size
| Print / size | 0-3M | 3-6M | 6-12M | 1Y | 2Y | 3Y | 4Y | 5Y | 6Y |
|---|---|---|---|---|---|---|---|---|---|
| Hej Blomma! knit | 21 | 18 | 6 | 5 | 0 | 0 | 14 | 39 | 44 |
| Little Billabong | 4 | 16 | 22 | 25 | 19 | 23 | 41 | 48 | 52 |
| Eat The Rainbow | 17 | 13 | 0 | 7 | 0 | 15 | 20 | 26 | 37 |
| Pocket Patch | 28 | 31 | 26 | 33 | 29 | 30 | 35 | 42 | 46 |
| Space Dreamer | 44 | 51 | 39 | 74 | 88 | 96 | 102 | 115 | 121 |
Sold out
<7 days
Healthy 7–35
Deep 35–60
Overstock 60+
Reorder queue
- Knit Jumper 1Y–3Ysell-thru 78% · wk 5
- Rainbow bodysuit 6-12M, 2Y64 on BIS list
- Billabong wrap 0-3M4 days cover
Overstock actions
- Space Dreamer 1Y–6Ybundle + email wk 28
- Sun hats (all)hold → spring drop
Dead stock > 120d
- Booties · retired printGWP from Mon
Marketing
MarketingDaily · 10 minMeta spend yday
$612
ROAS 3.4×
Google spend yday
$188
ROAS 5.9×
New-customer CAC
$31.70
▼ $2.10
Paid revenue
$3,190
38% of total
CPM (Meta)
$14.20
▲ 9% WoW
| Campaign | Spend | ROAS | CVR | Stock cover | LP match | Diagnosis → action |
|---|---|---|---|---|---|---|
| Prospecting · Winter Knits Meta · live 21d | $310 | 4.6× | 3.2% | 5d | OK | ROAS high, stock low → hold budget, swap hero |
| Retargeting · All Meta · always-on | $168 | 6.1× | 5.4% | — | OK | Healthy → +15% budget |
| Prospecting · Bedding Meta · live 4d | $134 | 1.8× | 1.1% | 58d | Generic LP | Learning + LP mismatch → build quilt LP, recheck d7 |
| Search · Brand Google · always-on | $96 | 8.3× | 6.8% | — | OK | Protect, no change |
| PMax · Catalogue Google · live 60d | $92 | 3.1× | 2.4% | mixed | OK | Exclude <7d-cover variants from feed |
Creative board
🧶
Best · "Melbourne mornings" knit UGCCTR 2.9% · CVR 3.8% · 14d live
🌙
Worst · "Dream big" static quiltCTR 0.6% · $89 spend, 0 orders
Why ROAS moved: Winter Knits ROAS is fine — the problem is stock, not creative. Bedding ROAS is low because the LP is the generic homepage and the campaign is day 4 of learning. Don't touch bids today.
Promo & calendar
Founder + MarketingDaily glance · weekly deep-dive| Active code | Rev | Orders | AOV | New cust % | Margin hit | Call |
|---|---|---|---|---|---|---|
| WELCOME10 10% first order · always-on | $2,140 | 26 | $82 | 100% | –6.2% | Keep |
| BUNDLEUP 15% off 3+ items · WTD | $1,368 | 12 | $114 | 42% | –8.9% | Keep · AOV +$22 |
| VIP20 20% VIP segment · ends Fri | $911 | 9 | $101 | 11% | –13.4% | Narrow: lapsed VIPs only |
Cannibalisation check: full-price revenue is flat WoW while BUNDLEUP runs — promo is adding baskets, not moving them. VIP20 is 89% existing buyers who purchase monthly anyway → margin leak.
Next 14 days · stock readiness
Drops
Winter Vol.2 · 10 Jul
Email
Knit storySize-up flowDrop preview
Social
Artist BTSDrop teasers
Paid
Knits (swap hero)Drop launch
2 Jul6 Jul9 Jul12 Jul16 Jul
Stock & assets ready
Needs assets / LP
Stock conflict
Customers & site
Marketing + eCom2–3× week · alerts dailySize-stage segments · Klaviyo
Bought 0-3M, 3–5 months agochild now ~3-6M → next-size email, same print
418Bought 6-12M across 2+ ordersengaged parents → drop preview / VIP track
293Gift buyers · single orderoccasion flow only — exclude from weekly sends
1,204Size 6 buyers ageing outbedding + sibling gifting angle
167VIP · inactive 90dearly access to Winter Vol.2, no discount
58Flows yday: Welcome $286 · Abandoned cart $342 · Post-purchase $121 · Back-in-stock $208 · Winback $64 — flows = 31% of email revenue.
Funnel · yesterday ■ mobile · ■ desktop
Sessions 3,90572% mobile
Product views 2,24658% of sessions
Add to cart 3799.7%
Checkout 1684.3%
Orders 91CVR 2.3% · mobile 1.9% ▼
Watch: mobile CVR fell 0.2pt after Tuesday's theme update — walk the mobile checkout this morning. Zero-result search: "pyjamas" ×31, "matching family" ×12 → synonym added; range gap logged.
HN Daily Compass · concept mockup · sources: Shopify · Klaviyo · Meta · Google Ads · GA4 · Inventory Planner — sample data for design purposes